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Keywords: Promotional measurement
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Journal Articles
Journal:
American Journal of Business
Mid-American Journal of Business (1997) 12 (2): 21–28.
Published: 28 October 1997
..., many experience difficulty in determining the impact of their promotions and could benefit from the development of models and techniques designed specifically for use in small firms. © MCB UP Limited 1997 Promotional effectiveness Promotional performance Promotional measurement Small...
